BMF has come out on top of the inaugural Mumbrella Creative Agency Performance and Perception Study, as revealed at Mumbrella360 this morning.
From a field of Australia’s top 30 agencies, an expert panel and Mumbrella’s readership gave the Photon-owned agency the highest overall score – 78.9 out of 100 across 10 assessment criteria.
Clemenger BBDO Melbourne came second, with an overall score of 75.78. Third was Host – the highest ranked independent agency – followed by Droga5 and The Monkeys.
BMF top scored in six of the 10 criteria – creativity, effectiveness, integration, talent, planning and impact on the industry.
Clems Melbourne rated highest in three criteria: commercial success, account management and client stability.
The Monkeys rated as the agency with the most momentum.
Panelists David Thomason, 12 years the head of marketing at Meat & Livestock Australia, where he worked with agencies BMF and The Campaign Palace, and recruitment agent Nick Williams of Williams International, talked about the results and what they think makes a great creative agency:
Melbourne’s Victoria University has launched a brand refresh campaign that introduces the line “ability becomes employability”. The ads, created by agency of five years Sapient Nitro, use feathers and wings to represent the opportunities students get at the university.
Today is proving that beating Sunrise is more than a one-off, with the Nine breakfast show again trumping its rival on Seven. Today pulled in 20,000 more viewers than Sunrise on Monday, according to preliminary overnight figures from OzTam.
Masterchef trumped its season’s best again, pulling 1.637m viewers. It did while Nine’s Come Fly With Me slipped again, down from 1.252m last week to 1.151m last night. Seven’s The Amazing Race Australia held steady, with 1.165m compared to 1.135m last Monday.
Newly relaunched agency Arnold Furnace has launched a new campaign for carmaker Peugeot, which picks on drivers who take their car to a local mechanic instead of an authorised after sales service centre.
The ads, which promote a new servicing scheme designed to avoid nasty surprises for customers, is based on the the consumer insight that people often feel like they’re at the mercy of unreliable mechanics, who insist on doing unnecessary and uncalled for work.
News Digital Media’s boss Richard Freudenstein told delegates at Mumbrella360 today that The Australian would introduce a ‘freemium’ model similar to that of The Wall Street Journal, which has more than 1m digital subscribers.
Some content will remain free to attract big audiences, who will then pay to access premium content. ”This also allows us to continue to sell advertising to a mass market,” he said.
There will be “no set rule” for how much content would be free, which would be left to the discretion of section editors.
Mumbo Report: KFC has you hearing voices, Woolies wine discount, Target spends big, Honda’s still got seats
In this episode of The Mumbo Report, we count down the week’s most played ads:
- KFC will have you hearing voices; Woolworths offer wine discounts; it’s merchandise and sales at Target while Honda’s still banging on about their seats.
Andrew Denton, in conjunction with the Australian Writers Guild, has launched the Kit Denton Disfellowship, a $30,000 grant for a challenging idea written for screen production.
Previously known as the Kit Denton Fellowship, the competition is being relaunched as a Disfellowship, because winning it may mean that “your nan disowns you, your neighbours shun you and the shock jocks call for you to be locked up”.
The brand, which is imported by Stuart Alexander in Australia and New Zealand, is looking to drive down the age of people who buy the brand, targeting 30-somethings with a sampling push that asks men to choose between its ‘fresh’ or ‘feisty’ flavours.
Consumers will be able to interact with the ‘Fisherwomen’, characters similar to the one seen in a recent TV commercial in which a woman in a fisherman’s smock slaps in the face with a fish a man who has just eaten his first Fisherman’s Friend lozenge.
The sampling activity will be executed by Naked Communications.
Creative directors Ben Couzens and Jim Ingram are leaving GPY&R Melbourne to joins Clemenger BBDO Melbourne.
The creative duo’s portfolio includes campaigns such as Schweppes ‘Burst’, VB ‘Symphony’, Cadbury ‘It’s no Picnic’ and Defence Force Recruiting campaigns.
GPY&R in now on the hunt for replacements.
To promote the launch of the Golf BlueMotion, Volkswagen launched a campaign to coincide with World Environment Day, introducing the line “Why be environ-mental when you can be enviro-normal?”
Created by DDB Sydney, the campaign for the fuel-efficient car will run in press, digital, out-of-home and a series of infomercials broadcast on the web.
Different executions bring to life environ-‘mental’ products, such as the Yumbrella, a contraption designed to avoid having to buy bottled water.
Ad agency Belgiovane Williams Mackay has been confirmed as lead creative agency for Kmart after a pitch against incumbent Sapient Nitro.
The business goes to BWM’s Melbourne office. The agency was initially appointed to manage the creative for Kmart’s customer engagement program in March this year but will now take on the entire creative account with a new campaign already in production. Read more »
Sandra de Castro has been named chief marketing officer of NAB after acting up in the role since last October when the position was created.
RSPCA and Animals Australia have launched a joint campaign to pressure prime minister Julie Gillard into banning live animal exports to Southeast Asia and the Middle East. The TV and radios ads were created by Loud.
Downton Abbey stayed strong on its second outing for Seven on Sunday night delivering an average audience of just under 1.9m.
Following Downton Abbey’s 1.872m, was another Seven show with Dancing With The Stars delivering 1.541m according to preliminary overnight metro ratings from OzTam.
Ten’s Masterchef delivered 1.445m.
Nine’s best performer was Nine news with 1.499m. Read more »
Fremantle Media has struck a deal with the Mark Burnett-owned production company One Three Television Today to bring Burnett’s shows to Australia and New Zealand.
This could mean a return of The Apprentice, Survivor and Are You Smarter Than A 5th Grader? and the introduction of Shark Tank and Expedition Impossible.
The ad used a young topless model to promote ‘jeggings’, a cross between jeans and leggings, and was slammed for inappropriately targeting young women.
Despite the advertiser challenging the ASB, stating that although “a sexy image”, it did not breach any form of discrimination or vilification towards women, the ads have been taken down.
In an interview with today’s edition of the Weekend Australian Magazine, Cummins – who now heads up Cummins Ross – says he became a target after the multi-award winning Best Job In The World campaign for Tourism Queensland. The campaign by his previous agency Cummins Nitro became one of the most internationally awarded of all time.
Cummins said in the article: “That was when the vitriol started pouring in, all anonymous, on industry blogs. Everything from ‘he’s a bastard to work for’ to suggestions that I hadn’t done the work I’d claimed credit for, to jibes about my personal life and my profile photo.” Read more »
The decision to close sales early came after the number of participants hit 740 – well over Mumbrella’s initial target of 600.
However, Mumbrella is now able to make a limited number of $80 tickets available that give access to the Mumbrella360 exhibition area and the morning keynote session.
There are 80 tickets remaining for the Tuesday and 120 for Wednesday
Tuesday’s session begins with a keynote presentation from Richard Freudenstein, CEO of The Australian and News Digital Media. Given his seniority at News Ltd, it is almost certain he will talk about the latest on News’ paid content plans. Tuesday’s keynote pass will also include the opening round of Battle of the Media. This sees Rob Belgiovane, executive creative director, of BWM representing cinema pitted against Mark Shaw, GM of Sensis Digital Media arguing for online. Mike Chuter, founding partner, of Cubed will then argue for direct mail against Brian Gallagher, CEO, of Ignite Media Brands championing TV.
Wednesday morning’s keynote features one of the first public appearances by Peter Boone since he was appointed VP of marketing for Unilever Australasia. He will be interviewed on stage by Mumbrella editor Tim Burrowes.
The keynote pass also includes the first findings being revealed from MCAPPS – the Mumbrella Creative Agency Perceptions & Performance Study. The session will see Mumbrella deputy editor Robin Hicks reveal the scores achieved by each of the 30 agencies. They are listed here.